Customer satisfaction and the growth of commercial banks in Uganda: a case study of United Bank for Africa (Kansanga Branch)

Abstract

In recent years, a number of studies have highlighted the effect of customer satisfaction on the growth of business organizations through empirical evidence across both developed and developing countries. In the pursuit of this type of evidence, this research clarifies the nature of the relationship between customer satisfaction and the growth of commercial banks in Uganda. In the model of this study, bank growth is a dependent variable. The quality of banking products and services, the banking product and service supply process, quality of staff, presentation of banking information and price competition of banking products and services are independent variables. To examine the relationship between customer satisfaction and the growth of commercial banks, this study uses data analysis from the questionnaire to test the reliability and validity of this relationship. By using the ordinary tables and excel, the relationship between customer satisfaction and bank growth is measured. Results are consistent: customer satisfaction has a positive impact on the growth of commercial banks in the case of United Bank for Africa. And then, implications for the banking sector are drawn for the case of United Bank for Africa.